While members of the Helvetica typeface family are championed for the neutrality of their letterforms, perhaps it’s fitting for a heralded adhesive manufacturer to use a face whose neutrality belies an evident strength and sturdiness.

However, while rooted in strength, the two Helvetica faces in use on Elmer’s website do not feel heavy-handed – the bright colorways (and use of oblique variants) buoy the typefaces with a sense of motion, lightening the visual weight of the text.